The '70s Hit 'Dreamer' to Inspire Swedes to "Keep Life Dreamy"

The state-owned, and among Swedes immensely popular, lottery Lotto from Svenska Spel has for decades made thousands of Swedes millionaires. With their new communication concept "Keep Life Dreamy," they aim to solidify their role as the iconic game that inspires the Swedish people to dream. This is showcased in the launch film through the equally iconic '70s hit "Dreamer."

The launch film, directed by award-winning Hanna Maria Heidrich, celebrates all the dreamers living among us and demonstrates how a life-affirming attitude can spread. Here, with the help of the 1974 banger "Dreamer," it moves from one open-minded dreamer to another.

"With this campaign, we want to celebrate those who dare to dream in their everyday lives, and what better way to do that than through a powerful musical number set to the tones of an equally powerful song," said Frida Siversen Ljung, copywriter at NORD DDB.

Since its introduction in Sweden in the 1980s, Lotto has been an immediate success and remains incredibly popular with the Swedish public today. One reason is its success in making hundreds of Swedes millionaires every year. Previously, Lotto's concept focused on dramatising the number of millionaires and what they did with their money. Now, Lotto instead poses the question of how having a couple of chances to win the jackpot each week can affect us, shifting the communication from showing the rational benefits of winning to the emotional benefits of dreaming.

"Lotto has turned thousands of dreamers into millionaires over the decades, which is why we can encourage people to 'Keep Life Dreamy.' Playing Lotto is, in a way, an affirmation of life. The feeling should be that it's fun to dare to hope that you can actually win. Therefore, the new concept will more clearly demonstrate the value of keeping hope alive, daring to dream, and reminding us that anything can happen," said Martin Sahlgren, brand manager Lotto at Svenska Spel.

The advertising campaign will be visible throughout Sweden, including on TV, online video, display, audio, social media, and at retailers.